Brand Tone

Authentic Filipino, Friendly and Approachable, Quality-Focused and Trustworthy, Traditional yet Innovative, Celebratory and Communal

Brand Values

• •Quality
• •Freshness
• •Customer Satisfaction
• •Tradition and Heritage
• •Innovation
• •Integrity
• •Responsibility and Discipline
• •Accessibility
• •Social Commitment

Best Practices

• •Authentically "Taglish": Seamlessly integrate English and Filipino (Tagalog) in communications, especially on social media. This creates a natural, relatable, and friendly tone that resonates with the local Filipino audience.
• •Champion "Laging Bagong Luto": Consistently use and reinforce this powerful slogan. It’s a key differentiator that speaks directly to freshness and quality, core values of the brand. Make it a recurring hashtag and a feature in product descriptions.
• •Celebrate Filipino Roots: Emphasize the brand's deep connection to Filipino food culture and tradition. Use familiar Filipino food terms ("sarap," "ulam," "meryenda," "pulutan") and tie products into local celebrations and dining customs.
• •Evoke Sensory Experiences: Use vivid, descriptive language that highlights the taste, texture, and aroma of the products – "crispy," "crunchy," "savory," "juicy," "tender," "freshly cooked," "mouth-watering." This makes the copy more enticing and aligns with the quality perception.
• •Foster Community and Dialogue: Encourage interaction by asking questions, running polls, and responding to customer comments and messages promptly and warmly. This builds a loyal community and reinforces the approachable, accommodative aspect of the brand.

Social Perception

Iconic and Established, Synonymous with Chicharon, Reliable Taste and Freshness, Embedded in Filipino Food Culture, Convenient and Accessible

Copy Examples

• •Headline: That CRUNCH you know and love! 🤤 R. Lapid's is always 'Laging Bagong Luto'! Body: Sarap ng Pinoy, perfected over generations! Whether it's our classic chicharon or savory barbecue, we bring you flavors that feel like home. What's your R. Lapid's favorite today? #RLapids #Chicharon #PinoyFood #AlwaysFresh
• •Headline: Level up your meryenda with R. Lapid's Special Chicharon with Laman! ✨ Body: Experience the perfect bite: extra crispy skin with just the right amount of savory meat. Made with premium ingredients because you deserve only the best. Tikman ang pagkakaiba! #RLapidsSpecial #ChicharonWithLaman #QualitySarap
• •Headline: Almost 50 Years of Crispy Goodness! Salamat sa pagmamahal, Pilipinas! ❤️ Body: Since 1974, R. Lapid's has been part of your celebrations, big and small. Our commitment to quality and 'Laging Bagong Luto' continues. Here's to many more years of serving you! #OuRLapidsAt50 #RLapidsHeritage #TrustedTradition
• •Headline: Weekend plans? Make it an R. Lapid's feast! 🎉 Order now for delivery! Body: Get your favorite chicharon and barbecue delivered fresh and hot to your doorstep. Perfect for family gatherings or a satisfying treat for yourself. Click the link in bio or find us on GrabFood & Foodpanda! #RLapidsDelivery #WeekendCravings #FilipinoFavorites
• •Headline: The ultimate Pinoy debate: R. Lapid's Chicharon - Original, Spicy, or with Laman? 🤔 Body: Cast your vote in the comments below! We love to know which R. Lapid's chicharon makes your heart (and stomach) happy! Let's hear it! 👇 #ThisIsOuRLapids #ChicharonChoices #RLapidsCommunity